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Pengaruh Tingkat Kepuasan Konsumen terhadap Loyalitas Konsumen dengan yang Dimoderasi oleh Harga dan Variasi Produk pada Restoran Mcdonald’s (Studi Kasus pada Konsumen Makanan Cepat Saji McDonald’s di Kab Bekasi) | Ardian | Prosiding Manajerial dan Kewirausahaan

Pengaruh Tingkat Kepuasan Konsumen terhadap Loyalitas Konsumen dengan yang Dimoderasi oleh Harga dan Variasi Produk pada Restoran Mcdonald’s (Studi Kasus pada Konsumen Makanan Cepat Saji McDonald’s di Kab Bekasi)

Farisha Putri Ardian, Surya Bintarti, Rasipan Rasipan, Primaraga Sumantri Indra Wicaksana

Abstract


Perusahaan restoran siap saji di Indonesia hadir dengan berbagai merek seperti KFC, McDonald’s, Richeese Factory dan AW. McDonald’s menduduki posisi kedua setelah KFC pada Top Brand Index dalam kategori restoran fast food. Perusahaan yang bergerak di industri cepat saji terus mengalami perkembangan seperti McDonald’s yang banyak meraih penghargaan. Tinggi presentase Top Brand pada McDonald’s menunjukan tingkat kepuasan konsumen sehingga konsumen tertarik untuk melakukan revisit pembelian ulang. Kepuasan ialah perasaan kuat konsumen terhadap suatu produk. Terdapat celah penelitian pada artikel yang mengatakan bahwa kepuasan pelanggan tidak mempunyai pengaruh terhadap loyalitas. Kepuasan pelanggan tidak selalu linear dengan loyalitas. Penelitian ini diuji kepada 60 responden yang pernah mengonsumsi McDonald’s dan kemudian data dikumpulkan dan diuji kelayakan. Dilakukannya analisa dengan menggunakan SmartPLS. Penelitian ini menghasilkan kesimpuan sebagai berikut. 1) kepuasan konsumen McDonald’s berpengaruh relatif kecil dengan presentase sebesar (29%) terhadap loyalitas konsumen. 2) Peranan tingkat kepuasan dengan dimoderasi oleh harga terhadap loyalitas atas produk McDonald’s berpengaruh negative  (-6%). Namun variabel harga ini bisa berperan langsung terhadap loyalitas sebesar (37%). 3) Peranan tingkat kepuasan dengan dimoderasi oleh variasi produk terhadap loyalitas McDonald’s berpengaruh negatif  (7%). Namun variasi produk juga memiliki pengaruh langsung terhadap loyalitas sebesar (30%).

 

Kata kunci:
harga; kepuasan konsumen; loyalitas konsumen; variasi produk

 

 

ABSTRACT

 

Fast food restaurant company in Indonesiacomes with various brands such as KFC, McDonald's, Richeese Factory and AW. McDonald's occupies the second position after KFC in the Top Brand Index in the fast food restaurant category. Companies engaged in the fast food industry continue to experience developments such as McDonald's which has won many awards. The high percentage of Top Brand at McDonald's shows the level of consumer satisfaction so that consumers are interested in revising repurchase. Satisfaction is a consumer's strong feeling towards a product. There is a research gap in the article which says that customer satisfaction has no effect on loyalty. Customer satisfaction is not always linear with loyalty. This study was tested on 60 respondents who had consumed McDonald's and then the data was collected and tested for feasibility. The analysis was carried out using SmartPLS. This research resulted in the following conclusions. 1) McDonald's customer satisfaction has a relatively small effect with a percentage of (29%) on consumer loyalty. 2)The role of the level of satisfaction moderated by price on loyalty to McDonald's products has a negative effect (-6%). However, this price variable can play a direct role in loyalty (37%). 3) The role of satisfaction level moderated by product variations on McDonald's loyalty has a negative effect (7%). Howeverproduct variations also have a direct influence on loyalty by (30%).

 

Keywords:
consumer loyalty; consumer satisfaction; price; product variation consumer


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DOI: http://dx.doi.org/10.33370/prc.v6i0.947

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